Her Story
About Victoria
Victoria Verdeja is the founder and principal of Verdeja and Co., a communications firm based in Miami, Florida. She has worked in the marketing and communications industry since 2015, gaining experience on both the agency and client sides in Miami and Manhattan before launching her own company. Verdeja holds an undergraduate degree in public relations from the University of Florida and a master's degree in marketing from Florida International University, where she now teaches a public speaking class as an adjunct professor. Her work focuses on public relations and communications for pharmaceutical clients, supported by her Lean Six Sigma Green Belt certification. She is also a 200-hour certified yoga instructor and a member of Facts About Cuban Exiles, assisting with their young professionals committee. Verdeja attributes her success to hard knocks, hard work, and a genuine passion for her field. She values authenticity in her strategies and advises aspiring professionals to say yes to every opportunity while recognizing that success involves moving from failure to failure without loss of enthusiasm. She notes that AI presents both challenges in content overload and opportunities for skilled communicators to create standout human-centered work.
Her Interview
Ten minutes with Victoria
01What do you attribute your success to?
I attribute my success to hard knocks and hard work, along with a genuine passion and love for what I do. If I didn't love it, I couldn't put the hours in, and if I didn't put the hours in, I wouldn't be here.
02What’s the best career advice you’ve ever received?
Optics are everything. I learned that at my time at Ameren Bank, and as a PR person, you'd think that was an easy lesson, but it clicked later in my career.
03What advice would you give to young women entering your industry?
I would advise them to say yes to everything. Say yes to the networking event, the meeting, the intro, the work that you have no idea how you're going to figure out how to do, just figure it out. Say yes to the job, say yes to more money. Success is going from failure to failure without loss of enthusiasm.
04What are the biggest challenges or opportunities in your field right now?
AI presents both opportunities and challenges. The challenge is an overabundance of information and content from AI tools, making it hard to cut through the noise. The opportunity is for really good communicators to create human, relevant content that stands out, and using AI for efficiency with human judgment on top.
05What values are most important to you in your work and personal life?
Authenticity is big for me because it's something that gets carried over into our strategies. It's also something that I look for when I work with people. The most personal is the most creative. We have to understand what people feel and what they want to feel, then market our clients as solutions in a genuine way. We're not for everybody, and that's okay.
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